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mr reuben

Position: Lecturer
Title/Qualifications: :PhD,MBA-Marketing(Morgan State University), Bcom-Marketing
Department: Business Administration
Contact Address: P.O. Box 21656 , 00100 Nairobi
Email : This email address is being protected from spambots. You need JavaScript enabled to view it. , This email address is being protected from spambots. You need JavaScript enabled to view it.

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Area of Specialization
Marketing, Management, Mergers and Acquisition, Consumer Behavior, Branding.

Research Interests
Branding, Consumer Behavior and Market research

Brand equity Influence on Consumer Choice


Reuben Kinyuru, 2019, Road to third industrial revolution won't be powered by coal, Daily National

Margaret, Githuku Wanjiku; Njuguna, Reuben Kinyuru, 2018, EFFECTS OF ONLINE NTERACTIVITY ON CUSTOMER RELATIONSHIP IN THE BANKING INDUSTRY IN KENYA, International Journal of Sales, Retailing & Marketing . 2018, Vol. 7 Issue 1, p30-36. 7p.

Kiprotich A. M., Njuguna Reuben, Kilika James, 2018, Total Quality Management Practices and Operational Performance of Kenya Revenue Authority, International Journal of Contemporary Aspects in Strategic Management (IJCASM), VOLUME 2, Issue I, May 2018, PP 91-105, ISSN 2616-6976

Duncan Mathenge Nderitu & Reuben Njuguna, The influence of Retail Network Expansion on the Competitive Advantage of Oil Marketing firms in Kenya: Case of Vivo Energy,
International Journal of Sales, Retailing and Marketing Vol.6, No. 2, 2017

Reuben Njuguna & Susan Mirugi, The Effectiveness of Relationship Management and Service Quality on Service Delivery, International Journal of Sales, Retailing and Marketing Vol.6, No. 2, Vol.6, No. 2, 2017

Kizito Wekesa Barasa, Dr. Reuben Njuguna; Effect of Initial Loan Appraisal on the Nonperforming Loans in Agricultural Finance Institutions, Journal of Business and Strategic Management ISSN 2520-0402(Online), Vol. 2, Issue 4, pp 1 - 14, 2017,

Peter Ngwae Nzioka and Dr. Reuben Njuguna ,2017 :Firm Orientations and Performance of Hotels in Nairobi County, Kenya.Journal of Business and Strategic Management. ISSN 2520-0402(Online)Vol. 2, Issue 3, pp 1 - 28

John Gitau Kagumu, Njuguna Reuben,2016, Organizational Factors Influencing Strategy Implementation in the Anglican Church of Kenya: the Case of Kirinyaga Diocese, Kenya, International Journal of Current Business and Social Sciences, 1 (5), 350-385.

Njuguna R. N, Makau M. S, Kerre F. P, 2015, Perceived Quality and Customer Choice Loyalty in Fast Moving Consumer Goods, Afrian Journal of Co-operative Development and Technology, Vol.1 No. 1 pg. 110

Abimnwi N. P and Njuguna R. N., 2015, An Analysis of in Store Environment Ambience Factor Influence on Consumer Behaviour, International Journal of Sales, Retailing and Marketing, Vol. 4, No.6

Charanah J. and Njuguna R.K, 2015, The Effects of Promotional Mix Tools on Brand Equity Among Hospitals in Nairobi County, International Journal of Sales, Retailing and Marketing, Vol. 4, No.6

Simon Kanoga,Reuben Njuguna,Shadrack Bett,2015 The Effect of Place on Performance of Shopping Malls in Nairobi County Kenya,Journal of Social Sciences and Humanities, Vol. 1, No. 4

Reuben K.N., Muathe S. M., and Francis P.K.,2014.The Moderating Effect of Industrial Context on The relationship between Brand Equity and Consumer Choice in Branded Bottled Water Nairobi, Kenya.  European Scientific Journal vol 10, No.4 ISSN: 1857-7881/1857-7431

Workshops Attended

Case Writing


Njuguna Reuben Kinyuru, Muathe Stephen Makau & Kerre Francis ,2015,Brand Loyalty Influence on Consumer Choice,an Empirical And Quantitative Analysis in the Retail Sector12th International CIRCLE Conference, Szczecin, Poland.

Njuguna Reuben Kinyuru, 2015, Entreprenureship and Technology for Sustainable Social - Economic Development ,The 1st Annual Conference of Co-operative Business at The Co-operative University of Kenya.

Consultancy and Community Service

  • 2011-Present,StanGroup, Service Project Advisory
  • 2010-Present,Turtle Capital Management,Financial Analyst

Affiliation to Professional Bodies

  • American Marketing Association from 30th November 2016


  • Kizito Wekesa Barasa,D53/CTY/27251/2014, Contributors of Non-Performing Loans in Agricultural Finance Corporation,Kenya.
  • Richard Mbalu Mutiso, D53?OL/CTY/28630/2014, Consumer Adoption Drivers and Level of Usage of Mobile Banking Services among Commercial Banks, A case of Barclays Bank in Kitui County, Kenya.
  • Dawa Daud Garse, D53/CE/27016/2011, Effect ohf Human Resource Training on Employee Productivity in World Vision in Marsabit County, Kenya
  • Abuto Maurice Onyango, D58/CTY/PT/21510/2012, The Effects of Agency Banking and Performance of Micro and Small enterprises in Nairobi City County, Kenya
  • Martin Mabuya Njuguna, D133/CT/PTY/21074/2012, Effects of Digital Marketing Strategies on Performance of Mobile Network Operators in the Telecommunications Industry in Kenya
  • Lucy Kamau, D53/CTY/PT/21150/2010, Brand Advertising Campaings and Their Effect on Consumer Memory: A Case of the Telecommunication Industry in Nairobi, Kenya
  • Njue Karimi Rachel, D53/0L/20452/2012, Strategic Management Practices on Performance of Five Star Hotels in Nairobi County, Kenya
  • Kanoga Gicheru Simon, D58/CTY/PT/20866/2012, Influence of Markrting Mix Dimensions on Performance of Shopping Malls in Nairobi City County Kenya
  • Kiama Kibe Bonface, D53/OL/23229/2012, The Influence of Corporate Social Responsibility on Corporate Brand Performance : A Case Study of Commercial Banks in Nanyuki Kenya.
  • Lucy Kamau, D53/CTY/PT/21150/2010, Brand Advertising Campaigns and Its Effect on Consumer Memory: The Case of the Telecommunication Industry in Nairobi, Kenya
  • Njane Lydiah Wangu, D53/OL/12414/09, Organizzational Culture Influence on Corporate Social Responsibility, A Case Study of Nairobi City Water and Sewerage Company.
  • Ndeh P. Abimnwi,D53F/CTY/PT/22609/2012, Retail store environment and buying behavior of customers:A case of selected supermarkets in Nairobi Kenya.
  • Nicodemus Katana Nzioki,D53/OL/22127/2011,Antecedents of the adoption and usage of card services in kenya:a Study of commercial banks in Mwala Sub-County.
  • Chirchir Naomi Chebet,D53/CTY/PT/0869/2012,The impact of service delivery on customer satisfaction on mobile networks in Nairobi County Kenya.
  • Kibugi Paul J.M.,Influnce of Marketing Mix Decisions on the growth of Savings and Credit Cooperatives in Nairobi County, Kenya.
  • Simon Gachie Munuhe,D53/OL/25036/2011,Corporate Strategy Implementation in Construction Industry in Kenya:A case of H young & Co. East Africa LTD; in Nairobi Kenya,Complete, graduated in July 2014.
  • John Gitau Kagumu,D53/CE/26487/2011,Organizational factors influencing strategy implementation in the Anglican church of Kenya:the case of Kirinyaga diocese, Kenya
  • Patrick Kioko Ndunga,Assessment of Factors Affecting Strategy Implementation in Kirinyaga County,Kenya,graduatedon December 2015.
  • Edwin Murangiri Ireri,D53/CTY/PT/24750/2013,Influence of Retail Bankng Services Distribution Strategy on Non-Financial Performance of Banks: A Survey of Commercial Banks in Nairobi, Kenya,graduatedon December 2015.
  • Mirugi Wambui Susan,D53/CTY/PT/20700/2010,The Effectiveness of Customer Relationship Management System on Service Delivery in the Aviation Industry,A Case Study of Etihad Airways,graduatedon December 2015.
  • Amos Kibet Korir:D53/CTY/PT/25695/2013:The effect of strategic planning process on organizational perfomance in media organizations.  A case of National Media Group.
  • Mathew Mariantan Lekapina:D53/OL/23361/2013:An evaluation of the influence of innovation management strategies on the performance of commecial banks in Kenya.
  • Ombati Kerubo Violet:D53/CTY/PT/24247/2011:Relationship between transformational leadership styles and performance of Commercial Banks in Kenya.
  • Charanah O. Johnson:D53/CTY/PT/20884/2012:The Effects of Promotional Mix Tools on Brand Equity among Hospitals in Nairobi County.Marketing
  • Njane Lydia Wangui: D53/0L/12414/2009: Influence of organizational culture on corporate social responsibility: A case study of Nairobi Water and Sewerage Company Ltd.
  • Peter Ngwae Nioka: D53/OL/CTY/24402/2014:Firm Orientations and Performance of Hotels Registered under Kenya Association of Hotel Keepers in Nairobi County, Kenya

Awards & Honors

OLX SOMA awards for best use of Social Media (learning Institution Category)   2016
OLX SOMA awards for best use of Social Media (learning Institution Category)   2014
Extra Mile Award Performance - employee of the year, Kenyatta University   2014
Exemplary Performance Award, Kenyatta University.   2012

Administrative Responsibilities

University Strategy and Innovation committee board member   2013- 2018
University Marketing and Branding Member   2013-2018
University Conferences Board member   2011-2018
Teaching Research Referral Hospital Board Member   2014 -2018
University ICT Board Member   2013-2018
University Ranking Committee Member   2011-2018
Intel Evaluation Project   2015
Rebranding School of Business   2014
DSVOL Campaign Committee   2014
Vice Chancellors Innovation and Strategy Committee   2013
Biomedical Engineering Summer School Committee   2013




Last Updated on Monday, 15 July 2019 13:31

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